“There is scope for more brands to expand their offering of single-serve
desserts, particularly within the frozen aisle. Over three in ten over-55s would
like to see more frozen desserts which are individually portioned, and these
also appeal most to those living in single-person households – both rapidly
growing demographics.”

Some questions answered in this report include:

How has EFSA’s work on health claims affected the yogurt market?
What steps can yogurt and dessert brands take to enhance their appeal among
over-55s?
How can yogurt brands grow usage occasions for yogurts and desserts?
What attributes can help yogurt brands appeal to the younger generation?

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Market size and forecast for UK retail value sales of yogurt and
yogurt drinks, 2008-18
Figure 2: Market size and forecast for UK retail value sales of desserts,
2008-18
Market factors
Revised EFSA regulations hit the yogurt market
Growth in 25-34s and 5-9s to boost the market…
…while shrinking household sizes pose a challenge
Companies, brands and innovation
Müller leads in yogurts and chilled desserts
Figure 3: UK retail sales of leading brands in everyday and indulgent yogurts
and desserts and pouring yogurt, by value, 2012/13*
NPD activity in yogurt peaks in 2012
An uptick in adspend in 2012
The consumer
Yogurts/yogurt drinks enjoy a high penetration of 84%
Figure 4: Types of yogurt/yogurt drink bought in the past three months, by
gender, May 2013
Consumers’ favourite flavour holds the most sway in yogurt choice
Figure 5: Factors considered when choosing yogurt/fromage frais, by gender, May
2013
Yogurt benefits from its functional and health credentials
Figure 6: Attitudes towards yogurt/yogurt drinks, May 2013
Chilled desserts are preferred to frozen or ambient formats
Figure 7: Types of desserts eaten and/or bought in the past three months, May
2013
Consumers want to be able to see their desserts
Figure 8: Attitudes towards desserts, May 2013
What we think
ISSUES IN THE MARKET
How has EFSA’s work on health claims affected the yogurt market?
What steps can yogurt and dessert brands take to enhance their appeal among
over-55s?
How can yogurt brands grow usage occasions for yogurts and desserts?
What attributes can help yogurt brands appeal to the younger generation?
TREND APPLICATION
Trend: Many Mes
Trend: Miniaturize Me
Mintel Futures: Human
MARKET DRIVERS
Key points
Low fat is the go-to claim for healthy eaters
Probiotics and antioxidants fall foul of the EFSA
Population changes likely to boost the market
Figure 9: Trends in the age structure of the UK population, 2007-17
Families provide a boost to the sector…
Figure 10: Forecast adult population trends, by lifestage, 2007-17
….however, household sizes are in decline
Figure 11: UK households, by size, 2007-17
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Spoonable yogurts dominate
Figure 12: Share of new product launches in the UK yogurt market, by segment,
2009-13
Figure 13: Share of new product launches within the UK yogurt market, by segment
and company (top ten), 2012
Brands continue to lead NPD
Figure 14: Share of new product launches in the UK yogurt market, branded vs.
own-label, 2009-13
Danone stepped up its new launch activity in 2012
Figure 15: Share of new product launches within the UK yogurt market, by company
(top 15), 2009-13
Müller looks to grow its premium yogurt offering
Yeo Valley steps up its zero-fat yogurt innovation
L/N/R fat claims become more prevalent
Figure 16: Share of new product launches within the UK yogurt market, by claim
(top ten), 2009-13
Danone sets the bar for environmentally friendly packaging
Limited edition variants became more commonplace in 2012
Organic and functional claims fall by the wayside
Rise in new launches of chilled desserts
Figure 17: Share of new product launches within the UK dessert market, by
segment, 2009-13
Figure 18: Share of new product launches in the UK dessert market, branded vs.
own-label, 2012
Morrisons ramps up its new launch activity in 2012
Figure 19: Share of new product launches within the UK dessert market, by
company (top 15), 2009-13
Müller moves into desserts in 2013
Claims relating to fat content are less prevalent in desserts
Figure 20: Share of new product launches within the UK yogurt market, by claim
(top 15), 2009-13
MARKET SIZE AND FORECAST
Key points
Yogurt market value grows by 17% over 2008-13
Figure 21: Market size and forecast for UK retail volume and value sales of
yogurt and yogurt drinks, 2008-18
The future of the yogurt market
Figure 22: Market size and forecast for UK retail volume sales of yogurt and
yogurt drinks, 2008-18
Figure 23: Market size and forecast for UK retail value sales of yogurt and
yogurt drinks, 2008-18
Factors used in the forecast
The dessert market sees sluggish value growth
Figure 24: Market size and forecast for UK retail volume and value sales of
desserts, 2008-18
Figure 25: Market size and forecast for UK retail volume sales of desserts,
2008-18
Figure 26: Market size and forecast for UK retail value sales of desserts,
2008-18
Factors used in the forecast
MARKET SEGMENTATION
Key points
Spoonable and pouring yogurts dominate
Figure 27: UK retail value sales of spoonable and pouring yogurt and drinking
yogurt, 2008-13
Figure 28: UK retail volume sales of spoonable and pouring yogurt and drinking
yogurt, 2008-13
Yogurt drinks fall from favour
Chilled desserts continue to outpace ambient, while frozen declines
Figure 29: UK retail value sales of ambient, chilled and frozen desserts,
2008-13
Figure 30: UK retail volume sales of ambient, chilled and frozen desserts,
2008-13
Volatility in the ambient dessert market
Sales of frozen desserts tumble
Figure 31: Share of ambient, frozen and chilled desserts in total retail value
sales of desserts, 2008-13
MARKET SHARE
Key points
Müller leads in yogurts and chilled desserts
Figure 32: UK retail sales of leading brands in yogurt and chilled dessert, by
value and volume, 2012 and 2013
Figure 33: UK retail sales of leading manufacturers in yogurt and chilled
dessert, by value and volume, 2012 and 2013
Sales are down for Danone yogurt brands
Own-label continues to steal share
Yeo Valley is the big success story
Only Yakult saw value growth in the drinking yogurt category
Yoplait has a strong presence in the kids’ yogurt market
Figure 34: UK retail sales of leading brands in kids’ yogurt and desserts, by
value and volume, 2012 and 2013
Figure 35: UK retail sales of leading manufacturers in kids’ yogurt and
desserts, by value and volume, 2012 and 2013
Ambrosia outperforms the ambient dessert market
Figure 36: UK retail sales of leading brands in ambient desserts, by value and
volume, 2012 and 2013
Figure 37: UK retail sales of leading manufacturers in ambient desserts, by
value and volume, 2012 and 2013
Own-label has the upper hand in frozen desserts
Figure 38: UK retail sales of leading brands in frozen desserts, by value and
volume, 2012 and 2013
COMPANIES AND PRODUCTS
Danone
Müller
Nestlé
Onken
Yeo Valley
Yoplait
BRAND RESEARCH
Brand map
Figure 39: Attitudes towards and usage of brands in the yogurt sector, May 2013
Correspondence analysis
Brand attitudes
Figure 40: Attitudes, by yogurt brand, May 2013
Brand personality
Figure 41: Yogurt brand personality – macro image, May 2013
Figure 42: Yogurt brand personality – micro image, May 2013
Brand experience
Figure 43: Yogurt brand usage, May 2013
Figure 44: Satisfaction with various yogurt brands, May 2013
Figure 45: Consideration of yogurt brands, May 2013
Figure 46: Consumer perceptions of current yogurt brand performance, May 2013
Figure 47: Yogurt brand recommendation – Net Promoter Score, May 2013
Brand index
Figure 48: Yogurt brand index, May 2013
Figure 49: Yogurt brand index vs. recommendation, May 2013
Target group analysis
Figure 50: Target groups, May 2013
Figure 51: Yogurt brand usage, by target groups, May 2013
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
BRAND COMMUNICATION AND PROMOTION
Key points
Adspend growth returns in 2012
Figure 52: Topline advertising spend in the yogurts and desserts markets,
2009-13
Müller Dairy overtakes Danone as top advertiser in 2012
Figure 53: Advertising expenditure in the UK yogurts market, by top ten
advertisers, 2009-12
Müller invests in Corner range in 2012
Figure 54: Advertising expenditure in the UK yogurts market, by top ten brands,
2009-12
TV campaigns continue to be increasingly relied upon
Figure 55: Advertising expenditure in the UK yogurts market, by media type,
2009-13
Premier Foods leads dessert investment in 2012
Figure 56: Advertising expenditure in the UK desserts* market, by top ten
advertisers, 2009-12
Ambrosia invests in adspend in 2012
Figure 57: Advertising expenditure in the UK desserts* market, by top ten
brands, 2009-12
Press overtakes TV as most popular form of advertising in the desserts category
Figure 58: Advertising expenditure in the UK desserts* market, by media type,
2009-13
CHANNELS TO MARKET
Key point
Multiples continue to dominate
Figure 59: UK retail value sales of yogurts and dessert, by outlet type, 2009-12
THE CONSUMER – USAGE OF YOGURT/FROMAGE FRAIS
Key points
Yogurts/yogurt drinks enjoy a high penetration of 84%
Figure 60: Types of yogurt/yogurt drink bought in the past three months, by
gender, May 2013
Families are most likely to buy yogurts/yogurt drinks
Figure 61: Consumers who have purchased any yogurt/yogurt drink in the past
three months, by age and presence of children and household size, May 2013
Yogurt drinks
Figure 62: Consumers who have purchased yogurt/yogurt drink in the past three
months, by age, May 2013
Half of consumers only purchase one or two different types of yogurt
Figure 63: Repertoire of types of yogurt/yogurt drink bought in the past three
months, May 2013
Yogurt enjoys frequent usage
Figure 64: Frequency of eating yogurt and fromage frais, May 2013
THE CONSUMER – VARIETIES OF YOGURT/FROMAGE FRAIS PURCHASED
Key points
Low fat is the most popular type of yogurt
Figure 65: Varieties of yogurt/fromage frais purchased, by gender, May 2013
Low-fat yogurts are popular among older buyers
Figure 66: Consumers who have purchased low-fat, full-fat and non/zero-fat
yogurts/fromage frais, by age, May 2013
Natural versus Greek
Organic yogurts attract a young, affluent crowd
Figure 67: Consumers who have purchased organic yogurts/fromage frais, by age
and socio-economic group, May 2013
Multipacks are most popular format
Figure 68: Pack types of yogurt/fromage frais purchased in the past three
months, by gender, May 2013#
Figure 69: Pack types of yogurt/fromage frais purchased in the past three
months, by varieties of yogurt/fromage frais purchased, May 2013
THE CONSUMER – CHOICE FACTORS FOR YOGURTS/FROMAGE FRAIS
Key points
Consumers’ favourite flavour holds the most sway
Figure 70: Factors considered when choosing yogurt/fromage frais, by gender, May
2013
Price versus special offers
Over-55s are most interested in diet-related factors
Figure 71: Most popular factors considered when choosing yogurt/fromage frais,
by all-natural ingredients, low sugar/sugar-free and reduced calorie claims, by
age, May 2013
Premium and ethical attributes
THE CONSUMER – ATTITUDES TOWARDS YOGURT/YOGURT DRINKS
Key points
Yogurt benefits from its functional credentials
Figure 72: Attitudes towards yogurt/yogurt drinks, May 2013
Added health benefits give yogurts something extra
Figure 73: Consumers who are interested in yogurts and yogurt drinks with added
health benefits, by gender, May 2013
Guilt-free, indulgent treat ticks all the boxes for women
Yogurt is also deemed to be a good cooking ingredient
THE CONSUMER – USAGE OF DESSERTS
Key points
Chilled desserts are preferred to frozen or ambient formats
Figure 74: Types of desserts eaten and/or bought in the past three months, May
2013
Consumers are promiscuous in their dessert buying behaviour
Figure 75: Repertoire of types of dessert bought in the past three months, May
2013
THE CONSUMER – ATTITUDES TOWARDS DESSERTS
Key points
Consumers concerned about visibility
Figure 76: Attitudes towards desserts, May 2013
Smaller and individual portions appeal to lots of consumers
Consumers watch calorie content
Individual desserts could benefit from meal deal availability
APPENDIX – MARKET SIZE
Figure 77: Best- and worst-case forecasts for UK retail sales of yogurt and
yogurt drinks, by volume, 2013-18
Figure 78: Best- and worst-case forecasts for UK retail sales of yogurt and
yogurt drinks, by value, 2013-18
Figure 79: Best- and worst-case forecasts for UK retail sales of desserts, by
volume, 2013-18
Figure 80: Best- and worst-case forecasts for UK retail sales of desserts, by
value, 2013-18
APPENDIX – BRAND RESEARCH
Figure 81: Brand usage, May 2013
Figure 82: Brand commitment, May 2013
Figure 83: Brand momentum, May 2013
Figure 84: Brand diversity, May 2013
Figure 85: Brand satisfaction, May 2013
Figure 86: Brand recommendation, May 2013
Figure 87: Brand attitude, May 2013
Figure 88: Brand image – macro image, May 2013
Figure 89: Brand image – micro image, May 2013
Figure 90: Profile of target groups, by demographics, May 2013
Figure 91: Psychographic segmentation, by target groups, May 2013
Figure 92: Brand usage, by target groups, May 2013
Brand index
Figure 93: Brand index, May 2013
APPENDIX – THE CONSUMER – USAGE OF YOGURT/FROMAGE FRAIS
Figure 94: Types of yogurt/yogurt drink bought in the past three months, May
2013
Figure 95: Most popular types of yogurt/yogurt drink bought in the past three
months, by demographics, May 2013
Figure 96: Next most popular types of yogurt/yogurt drink bought in the past
three months, by demographics, May 2013
Figure 97: Repertoire of types of yogurt/yogurt drink bought in the past three
months, by demographics, May 2013
Figure 98: Most popular frequency of eating yogurt, by demographics, May 2013
Figure 99: Next most popular frequency of eating fromage frais, by demographics,
May 2013
APPENDIX – THE CONSUMER – VARIETIES OF YOGURT/FROMAGE FRAIS PURCHASED
Figure 100: Varieties of yogurt/fromage frais purchased, May 2013
Figure 101: Most popular varieties of yogurt/fromage frais purchased, by
demographics, May 2013
Figure 102: Next most popular varieties of yogurt/fromage frais purchased, by
demographics, May 2013
Figure 103: Repertoire of varieties of yogurt/fromage frais purchased, by
demographics, May 2013
Figure 104: Pack types of yogurt/fromage frais purchased in the past three
months, by demographics, May 2013
APPENDIX – CHOICE FACTORS FOR YOGURTS/FROMAGE FRAIS
Figure 105: Factors considered when choosing yogurt/fromage frais, May 2013
Figure 106: Most popular factors considered when choosing yogurt/fromage frais,
by demographics, May 2013
Figure 107: Next most popular factors considered when choosing yogurt/fromage
frais, by demographics, May 2013
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS YOGURT/FROMAGE FRAIS
Figure 108: Agreement with the statement ‘Yogurts make for a good guilt-free
snack’, by demographics, May 2013
Figure 109: Agreement with the statement ‘I'd like to see a wider variety of
yogurts with added health benefits’, by demographics, May 2013
Figure 110: Agreement with the statement ‘I trust the health benefits yogurts
claim on the packaging’, by demographics, May 2013
Figure 111: Agreement with the statement ‘Yogurts with ‘healthy’ claims are
still high in sugar’, by demographics, May 2013
Figure 112: Agreement with the statement ‘Yogurt is a good way to get calcium
and Vitamin D in my diet’, by demographics, May 2013
Figure 113: Agreement with the statement ‘Yogurt/yogurt drinks are a good way to
support digestive health’, by demographics, May 2013
Figure 114: Agreement with the statement ‘I would like to see more yogurts high
in protein’, by demographics, May 2013
Figure 115: Agreement with the statement ‘Yogurts can be a good cooking
ingredient (eg for sauces/dips)’, by demographics, May 2013
Figure 116: Agreement with the statement ‘The taste of a yogurt is more
important to me than calorie content’, by demographics, May 2013
Figure 117: Agreement with the statement ‘A thick texture makes a yogurt feel
more indulgent’, by demographics, May 2013
Figure 118: Agreement with the statement ‘Big pots allow you to control the
portion size’, by demographics, May 2013
Figure 119: Agreement with the statement ‘I would eat yogurts more often if they
kept me fuller for longer’, by demographics, May 2013
APPENDIX – THE CONSUMER – USAGE OF DESSERTS
Figure 120: Chilled desserts eaten and/or bought in the past three months, by
demographics, May 2013
Figure 121: Custard/vanilla sauce eaten and/or bought in the past three months,
by demographics, May 2013
Figure 122: Non-chilled dessert eaten and/or bought in the past three months, by
demographics, May 2013
Figure 123: Packet dessert mixes eaten and/or bought in the past three months,
by demographics, May 2013
Figure 124: Frozen dessert eaten and/or bought in the past three months, by
demographics, May 2013
Figure 125: Other eaten and/or bought in the past three months, by demographics,
May 2013
Figure 126: Repertoire of types of desserts eaten and/or bought in the past
three months, by demographics, May 2013
Figure 127: Repertoire of types of desserts eaten and/or bought in the past
three months, by demographics, May 2013 (continued)
APPENDIX – THE CONSUMER – CHOICE FACTORS FOR DESSERTS
Figure 128: Most popular factors considered when choosing desserts, by
demographics, May 2013
Figure 129: Next most popular factors considered when choosing desserts, by
demographics, May 2013
Figure 130: Other factors considered when choosing desserts, by demographics,
May 2013
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS DESSERTS
Figure 131: Most popular attitudes towards desserts, by demographics, May 2013
Figure 132: Next most popular attitudes towards desserts, by demographics, May
2013

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